The flagship store of Soo Kee Jewellery brand is set up in the interior jewelry street of ION Orchard Mall, the most high-end shopping mall in Singapore. A jewelry brand that has been around for more than two decades needs to present itself as the leading wedding ring brand in the market. Therefore, the narrative of the space design enhances the personality of the brand. From a mind map conceptualization that derives duality and incorporates design language, it further narrates how marriage binds two people together. Based on this concept, two different entrances to the same area are designed. The central area is located under the light of the circle, while other spaces are used to guide customers into the central area. The store design has chosen neutral color finishes and materials to achieve a natural and harmonious environment.

Singapore
Award : GOLD WINNER
Client : Soo Kee Group
Affiliation : Spirit Of Design Analogy Pte Ltd
Designer : Tung Ching Yew

www.asiadesignprize.com/133395